Behind the SUV boom is not the heat of the SUV itself

Standing SUVs are now extremely hot, whether imported, joint venture or local, auto manufacturers are launching new SUV models one after another. Whatever the Roewe W5, Seamaster Cavaliers, BYD S6, and Na Zhijie 7 , Nissan Loulan, Huatai Baolig ... ... the same is true abroad, Maserati everyone knows it - under the "endorsement" of Guo Meimei so to force, it is impossible not to know it, but also out of the SUV! It is said that at the Frankfurt Motor Show in September, Maserati will launch an SUV; Bentley CEO Wolfgang Durheimer also confirmed recently that Bentley's first SUV will be released in 2014. Nothing to be surprised, since the success of the Cayenne launch of Porsche, other sports car families have long been unable to sit still, and several years ago, the CEO of Lamborghini said that the history of the Italian Bull has long been a SUV (I press: En , Earlier also out of the tractor?). Therefore, after the Maserati SUV, if you see Ferrari or Lamborghini SUV, don't be psychologically prepared.

The manufacturers in China who have not yet had SUV models all seem to be in a hurry. However, under this enthusiasm, I am a bit curious. Is the SUV really the trend and direction of the automotive industry? In addition to a higher sitting position, a better view, a little slower, a little more fuel consumption, looks a little rough, open up a little heavy, SUV than the car in the end what advantage?

The current SUV fever, in my opinion, is more of a result of the upgrading of car consumption. After rapid growth, rapid upgrade is the main feature of the Chinese auto market. There are several forms of upgrades, such as upgrading from small cars to carts, and upgrading from ordinary brands to luxury brands, but I do not agree with the argument that “from cars to SUVs”. For some people who chose the SUV for abandoning the car, I prefer this to be an "upgrade from the mainstream to the personality." Because the popularity of the SUV has never been a functional victory, but a triumph in style. In this regard, we look at what SUVs are best for sale. Almost all of them are urban SUVs that cannot be truly off-road.

Therefore, the current SUV heat is not really the heat of the SUV itself, and it is not that consumers have suddenly emerged a demand. In addition to the SUV, other models can not meet the function. The current SUV fever is only a result of the diversification and individuation of car consumption, and it is also a manifestation of consumer disregard for existing automotive products with a single model, moderate design, lack of personality, and lack of attractiveness.

SUV, the manufacturer must push the push, of course, but an SUV product is not life-saving straw, look at sales, not all SUVs are easy to sell, long-term one month to sell only a few hundred or even one hundred or two hundred SUVs There are many things. Therefore, the key is to enhance product appeal - whether it is a car or SUV. Second, there is more creativity in product development. This point, have to say that the auto industry is doing relatively bad. So many brands, so many years, cars, SUVs, MPVs, sports cars, just a few major categories of products, it is really a bit miserable to the general public. Here, to boast about BMW, when the first X5 to open up a new sub-sector SAV, in recent years and continuous innovation, launched a new BMW X6, 5 Series GT models, as well as MINI COUNTRYMAN, we It is difficult to classify them into existing products of a certain kind. Regardless of the success of these product markets, this innovative spirit is a great company. The main reason why Apple is great is that it is also about this. Whether it is iPAD or iphone, it is a brand new product category.

Domestic companies, when more can this exploration and pioneering spirit, do not always follow the ass of the market, what hot what cottage, and finally found themselves abandoned by the market, they blame the consumers respect.